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If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Fresh geopolitical, macroeconomic and legislative headwinds are hitting emerging markets once hailed as the engine driving the global alcoholic drinks industry’s relative resilience. At the same time, Western markets are battling lingering maturity while going through a transformational stage in terms of shifting drinking patterns, innovation and opportunities presented by the Millennial generation coming of age.

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Emerging concerns

While demographics and the long-term macro trajectory remain favourable in the emerging market narrative, volatility and legislative and geopolitical “black swans” have derailed or postponed the process.

Australasia in the grip of maturity

While top line maturity still lingers, premiumisation, the rise of craft reversing beer’s fortunes, aspirational consumption and the booming cocktail culture lift the tide for spirits.

North America: The glimmer of hope in a subdued global market

With the recovery appearing to be finally taking shape and the explosion of craft brewers and distillers changing the landscape, North American drinking habits are evolving reflecting the emergence of the Millennial generation.

Eastern Europe: A series of unfortunate events

Caught in a geopolitical, legislative and macroeconomic vicious circle, Russia continues to drag the entire region down with it. Manufacturers will continue being forced to curtail production, slash prices or shift towards domestic production as illegal and counterfeit sales skyrocket.

AMEA: Booming optimism diluted

Price elasticity concerns as showcased by faltering Guinness sales in Nigeria and the expected further volatility in local currencies and commodity-rich nations highlight downside risks while bringing affordability to the forefront.

Asia Pacific: In the retrenching Chinese dragon’s shadow

While the debate on the hardness of the Chinese landing is still ongoing, there is little doubt that its effect is felt not only locally and regionally but also on a global level. On the other hand, the transition away from an unsustainable “bling” culture of gifting provides fresh opportunities for the mass market.

Latin America: Brazilian blues

While Olympic optimism did not prove enough to counteract the unhealthy sociopolitical cocktail plaguing the Brazilian economy, an aspirational consumption undercurrent still provides opportunities in the medium term.